McDonald's Says 'Local' Versions of Product Line Is Key to Profitability

“Customers want to personalize their meals with locally relevant ingredients,” McDonald’s Chief Executive Don Thompson said on Tuesday, after the fast-food giant again posted disappointing earnings. Starting in January, he said, McDonald’s will simplify the core menu to highlight popular items, cut back on items that don’t sell well, and begin to allow regional groups of franchisees to offer more localized versions of burgers, beverages, and chicken and breakfast items.